Principles of Marketing

Paper Code: 
CBBA 303
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives: This course will enable the students to - 1. Learn the basic aspects of marketing. 2. Create understanding of relevant functional areas of marketing and its application.

Course Outcomes (COs):

 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

CBBA303

 Principles of Marketing

CO94: Understand the concepts and evolution of marketing.

CO95: Learn about different kinds of marketing environment and marketing mix.

CO96: Understand the strategies used by segmenting and targeting the consumers to position a brand.

CO97: Understand the concept of product life cycle process and different types of pricing methods of a product.

CO98: Demonstrate effective understanding of relevant promotional activities about promoting the product.

CO99: Demonstrate the different types of distribution channel and its level in marketing.

 

 

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Introduction Marketing :

Introduction Marketing : Concept and Definition, Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Marketing Orientation- Production concept, Product concept, Selling concept, Marketing concept, Societal Concept, Holistic marketing concept,4 Ps of Marketing Mix

12.00
Unit II: 
Marketing Environment:

Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Portfolio approach – Boston Consultative Group (BCG) matrix

12.00
Unit III: 
Segmentation, Targeting and Positioning:

Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets, Segmentation, Market Targeting, Developing and Communicating Positioning Strategy

12.00

Product Decisions: Concept of Product Life Cycle (PLC), PLC
Marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Packaging &Labeling, Concept of New Product, New Product Development Process.
Pricing Decisions: Determinants of Price, Pricing Objectives, Factors affecting Pricing Decisions, Pricing Methods, Pricing for New Products: Market Skimming and Market Penetration Pricing

12.00
Unit V: 
Promotion Mix

Promotion Mix:Steps in Integrated Marketing Communications Process. Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling
Place (Marketing Channels): Channel functions, Channel Levels, Types of Marketing Intermediaries: Conventional Marketing System, Vertical Marketing System, Horizontal Marketing System, Hybrid Marketing System; Exclusive Distribution, Selective Distribution, Intensive Distribution..

Essential Readings: 

1. Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
2. Kotler, P., Armstrong, G., Agnihotri, P. Y., &Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson.
3. Ramaswamy, V.S. &Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.
4. Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing
5. Saxena Rajan, Marketing Management, McGraw Hill Education

Academic Year: 
2021-2022
  • Printer-friendly version
  • PDF version